How does your product or service captivate the senses ? Walking through a busy mall today, many of the standout stores were those which engaged the senses. Obviously, sight is the most frequently engaged, followed by sound. But what about smell and taste ? Those retailers who do, like Lush (see below) and The Body Shop had previously had the non-food 'aroma' category to themselves, but now increasing numbers of retailers are infusing the mall. It would be interesting to see a retailer who successfully balances all the senses. It should be simple. Insight pays.
Dr Stephen Saunders consumer scientist